基于媒介环境学视角的国内社交类短视频的传播现状分析

Analysis of the Status Quo of Domestic Social Short Video Transmission Based on Media Environmental Perspective

短视频近几年呈现出井喷式发展的趋势,众多社交类短视频APP涌现,并且成为人们娱乐休闲的热门平台。短视频这一新媒介的发展既是人们各种需求,如碎片化观看、UGC生产、个性化推送的体现,同时也离不开移动网络、人工智能、算法等多种媒介技术的支持。短视频传播存在全面感知偏向、娱乐内容偏向、空间偏向等传播偏向,促成受众视听表达习惯和新草根文化的形成。短视频在提供传播便利和带给人们享受的同时,也存在低俗传播的现象,受众需要警惕媒介技术背后潜藏的负面影响。

Short-term video has shown a trend of spurt development in recent years. Many social short video apps have emerged and become popular platforms for people’s entertainment and leisure. The development of short video as a new medium is not only the embodiment of people’s needs, such as fragmented viewing, UGC production, personalized push, but also the support of mobile media, artificial intelligence, algorithms and other media technologies. Short video communication has a wide range of perceptual bias, entertainment content bias, spatial bias, etc., which promotes the audience’s audiovisual expression habits and the formation of new grassroots culture. While short videos provide convenience and enjoyment, there is also a phenomenon of vulgarity. Audiences need to be alert to the negative effects behind media technology.